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Interactive Local Media Advisory

Maps: Where Are We Now, Where Are We Going?
Greg Sterling, Michael Boland , 3/1/2006

Summary: Mapping is one of the hottest and most dynamic categories on the Web. It has gone from being a tool exclusively for finding driving directions to a potential entry point for local search in general. Maps are also a strategic component in building out a more complete local search user experience. Because the area has developed so rapidly, we felt the need to check in again and assess the current state of online maps, their features and capabilities. This is a long, yet inevitably incomplete, report comparing the current offerings from the leading mapping destinations America Onlines MapQuest, Google, Microsofts Windows Live Local and Yahoo! as well as Amazons A9, which is not a major site but does have some interesting innovations. With mapping sites evolving at such a frenzied pace, driven by competition more than user demands, the question arises of whether the search/portal players have gotten too far ahead of consumers.

Copyright � 2006 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.


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Copyright© 2006 The Kelsey Group. All Rights Reserved.